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Handbuch Controlling der Kommunikation
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Der vierte Band der Handbuchreihe Kommunikation beschftigt sich mit dem Kommunikationscontrolling, das die wirkungsvolle Steuerung und Kontrolle von Kommunikationsmanahmen sowie die Steigerung von Effektivitt und Effizienz ermglicht. Fhrende Experten liefern fundiertes Know-how fr ein erfolgreiches Kommunikationscontrolling und zur Messung des Wertbeitrags der Kommunikation. Auf Basis eines management- und verhaltenswissenschaftlichen Marketingansatzes werden konkrete praxisrelevante Grundlagen sowie Handlungsempfehlungen zur Steuerung und Kontrolle von Kommunikation gegeben.
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